Created with the purpose of “rebooting” one’s life, lifestyle brand Reboot & Co. is debuting its line of clothing at a launch event on Friday, Feb. 18, 2022, in Aspen, Colorado. Named ‘Reboot Recreation,’ the collection features comfortable, simplistic and high-end quality pieces that speak to the active consumer.
Debuting the collection in Aspen holds special meaning for the family-owned company, and the location has long served as inspiration for the brand. Reboot & Co.’s founders will host the event and personally welcome guests along with celebrity co-host and Olympian Roy Jones Jr.
Founded in Pensacola, Florida, the company’s tagline “Love You, Mean It™” embodies life’s many chapters and “reboots.” Reboot & Co. reimagines fashion essentials inspired by a life of travel and this vision trickles into all the company’s endeavors, including its past wellness Reboot Retreat held on the beaches of Florida’s Gulf Coast. A second Reboot Retreat, planned for April 2022, will continue the mission of guiding guests to a more holistic approach of healthy and intentional living.
The Reboot Recreation collection features elevated basics that can be lived in with comfort and style. Signature pieces include:
- The Capsule Hoodie, a heavyweight cotton loopback French terry that can be worn year-round with a “rebooted” retro-fit ($198)
- The Capsule Sweatpants, also a heavyweight cotton loopback French terry that can be worn year-round, with a relaxed fit tapering at the calf ($156)
- The Boxing Short, constructed in 100% silk charmeuse and featuring a slightly high-waisted fit for the ring or the street ($218)
- The Women’s Loungewear Set, available only as a top and bottom set, featuring modal spandex, soft to the touch and breathable with moisture-wicking properties ($188)
- The Capsule T-Shirt, oversized and with a boxy fit for comfort, and made of 100% cotton ($80)
- Women’s Sports Bra, featuring athletic compression fabric with 4-way stretch ($76)
- Women’s Leggings, featuring athletic compression fabric with 4-way stretch ($108)
The Reboot Recreation collection will be available for purchase at rebootandco.com in early March 2022.
The collection debut will take place in an après ski setting on W Aspen’s rooftop space from 3:30–5:30 p.m. on Friday, Feb. 18, 2022. 360-degree mountain views will serve as a backdrop to the brand’s pop-up shop where guests can peruse, try on and purchase pieces from the collection.
Olympian and Celebrity Brand Ambassador Roy Jones Jr. will co-host the event. A former American professional boxer, commentator, trainer and now rapper, Jones competed in the 1988 Olympics in Seoul, Korea. He has experienced a number of reboots in his life, including starting his rap music career in 2001 that has resulted in a number of hit singles.
“Reboot & Co.’s Reboot Recreation collection is so much more than clothing,” said Addie Murdoch, co-founder of Reboot & Co. “It’s a way of life, reflecting the many experiences that our world has to offer ― comfort merged with a sense of adventure. We’re pleased to kick off this initial collection in what we consider one of the most inspiring destinations in the world: Aspen.”
“Reboot & Co. was born from the philosophy of remaining true to yourself,” continued co-founder and creative director Bryce Clayton. “We’re excited to showcase what we’ve been working on for the last year. Reboot Recreation is constructed in our favorite cuts in natural materials, designed for the modern individual.”
Reboot & Co. is planning a second release of clothing for August 2022 that will move the brand into ready-to-wear styles.
About Reboot & Co.: Relax. Reset. Reboot. Reboot & Co. reimagines fashion essentials inspired by a life of travel. Encompassing comfort and style, its tagline, “Love You, Mean It™” invites brand enthusiasts to live intentionally and take moments to pause, discover little joys or embark on big adventures. Recognizing that fashion, philanthropy, wellness, food and travel allow for opportunities to “reboot,” these areas of focus serve as pillars for Reboot and Co. and have given the company shape as it continues to pave the way as a hospitality architect. Reboot & Co. is a family-owned business founded in Pensacola, Florida and was conceived as the founding family members were all embarking on new adventures together. For more information, visit rebootandco.com.